Bcw branding guidelines
From Fragmented to Unified, Aligning with DSNY’s Vision
ROLE
team
tool
Adobe InDesign
YEAR
The BCW (Bureau of Commercial Waste) division within the Department of Sanitation of New York (DSNY) needed a cohesive branding guideline that aligned with DSNY’s existing identity while maintaining a distinct visual presence for BCW.
My role as a graphic designer was to organize, consolidate, and design a comprehensive set of branding guidelines that would ensure consistency across all BCW communications.
Design Challenges
BCW needed a unique brand presence but had to stay within the larger DSNY branding framework.
Ensuring that all branding elements, including color contrast, typography, and layouts, were accessible to a diverse audience, including individuals with visual impairments.
Solutions
Maintained DSNY’s core branding elements (colors, typography, and logo structure) while introducing subtle differentiators for BCW, such as unique secondary colors, iconography, and layout guidelines.
Followed WCAG accessibility standards to ensure adequate contrast ratios.
Selected typography that was web safe, brand-aligned, and highly legible.
Research & Discovery
Reviewed DSNY’s official branding guidelines to understand typography, color schemes, logo usage, and design principles.
Conducted an audit of BCW’s existing materials to identify inconsistencies and areas for improvement.
Met with key stakeholders, including the Senior Designer and BCW Director, to define branding goals and expectations.
Design
Categorized essential branding elements such as logos, typography, color palettes, and graphic assets.
Established rules for logo placement, color usage, and visual hierarchy to maintain consistency across different applications.
Ensured accessibility considerations, including contrast ratios and font legibility, were incorporated into the guidelines.
Designed 3 versions and presented to the team for feedback.
Iteration & Refinement
Presented initial drafts to the Senior Designer and BCW Director for feedback.
Revised the guidelines based on input, refining layouts, color accuracy, and usability.
Conducted usability testing by sharing the guidelines with internal teams to ensure clarity and ease of implementation.
Finalization & Handoff
Delivered the final document in both digital and print formats for distribution across BCW departments.
Final Design
Successfully created a structured and visually cohesive branding guideline for BCW.
Enhanced brand consistency across all BCW communications and marketing materials.
Streamlined the branding process for future design projects within the department.
This project strengthened my skills in branding, information organization, and collaboration with other team members. It also reinforced my ability to design within an established brand system while introducing fresh, functional design elements.